When you talk about growth in Ireland’s FMCG sector, it’s hard not to start with Keelings.
What began in 1926 as a family farm in St. Margaret’s, North County Dublin, has grown into one of Ireland’s best-known fresh produce businesses. Still family-owned and now in its third generation, Keelings has managed to scale significantly while keeping that strong Irish identity at its core.
In a market where consumers are increasingly focused on quality, traceability and sustainability, Keelings has positioned itself as a business that understands both the producer and the shopper. That balance is part of what makes it such an interesting case study in Irish FMCG growth.
From Local Farm to International Operator
Keelings started by supplying fruit and vegetables to Dublin markets. Today, the business operates across Ireland, the UK and Europe, with growing operations both domestically and internationally to ensure year-round supply.
What stands out isn’t just the scale - it’s the consistency. Fresh produce is one of the most demanding FMCG categories. It moves fast, margins can be tight, and consumer expectations are high. Building a brand in that space requires operational excellence as much as marketing strength.
Keelings has done both.
The launch of its consumer brand, “Keelings Love to Grow,” marked a turning point. It moved the company from being primarily a supplier to becoming a recognisable name on supermarket shelves. That step - owning the brand as well as the supply chain - reflects a broader shift happening across Irish FMCG, where producers are increasingly building direct consumer recognition.
The Products Behind the Brand
Keelings’ growth is grounded in a broad and well-managed product range.
They are particularly known for their soft fruit - strawberries, raspberries, blueberries and blackberries - grown in Ireland and internationally to maintain quality and supply throughout the year. Irish strawberries in season are almost a staple of summer, and Keelings has become closely associated with that experience.
Beyond berries, their portfolio includes:
• Apples and pears
• Pineapples grown on Rainforest Alliance-certified farms
• Melons and grapes
• Tomatoes and salad vegetables
• Ready-to-eat and convenience-focused fresh produce
• Flowers and plants for retail and gifting
That diversification matters. In FMCG, resilience often comes from breadth - being able to meet different consumer needs, across seasons, categories and price points.
The addition of flowers and plants is particularly interesting. It shows a business willing to expand beyond its core while still leveraging its expertise in sourcing, quality control and retail relationships.
Investment, Sustainability and Long-Term Thinking
Keelings has also invested heavily in infrastructure and facilities, including major developments in food production and flower processing. That kind of capital investment signals confidence - not just in their own business, but in the long-term strength of Ireland’s agri-food sector.
Sustainability has also become central to their positioning. From certified farms to pollinator initiatives and packaging improvements, the company clearly recognises that future growth in FMCG is tied closely to environmental responsibility.
Why Keelings Matters in the FMCG Conversation
Keelings represents something important in the Irish FMCG story: a business that has scaled without losing its roots.
It shows how a traditional agricultural company can evolve into a modern, brand-led, internationally active FMCG player - while staying Irish-owned and family-run.
As Ireland’s FMCG sector continues to grow and compete globally, businesses like Keelings demonstrate what long-term, steady growth can look like when it’s built on quality, innovation and strong retail partnerships.
